First Take

Duke wins -- and so does CBS Sports

Commentary: Championship game yields blowout results

NEW YORK (MarketWatch) -- Duke University wasn't the only big winner Monday night. CBS had a triumphant night as well, attaining its highest level of viewers in 13 years for a March Madness championship game.

About 48 million people watched all or part of the exciting contest, according to data released late on Monday afternoon by Nielsen Media Research.

The Blue Devils captured the 2010 NCAA Men's Basketball National Championship in a thrilling 61-59 game in Indianapolis. The fact that the title game was so close throughout helped CBS
CBS, -0.23%
attract and maintain a high number of viewers.

CBS did a terrific job of broadcasting the entire March Madness basketball tournament. The network was nimble in its ability to switch back and forth between games that were being played at the same time, to ensure that the viewers could catch all of the drama.

The basketball broadcasts were a central part of CBS' strategy. It was able to market heavily its comedies, dramas and reality shows. And best of all, it showed these promotions at a time when lots of enthusiastic young viewers -- the most coveted audience group of all -- were glued to the television screen.

If CBS can find a way to continue its ratings' winning streak this spring and into the summer, the success the network achieved during March Madness will be hailed as a significant factor.

It's easy for critics to criticize a television network when things go wrong. Let's give CBS its props today.

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